Constructing An Advertising Cfrmpnign

(In tltis article the writer de.scribes the manner in which on ad-,,crtisins contpaign is constructcd. This .compaign. brougltt ;;, i;;r;;r;;i 4g";;", ccnl o,t tlta gross bllsiless of thc odz.irtiscr.l "

. Advertisin_g is a rvonderfully strange force. It is one that cannot be satisfactorily defined. Webster would have it that it is a "public announcement.,' Some call it a "silent salesman." Personally, I do not like either de_ finition. I r,r'ould say it is -a tremendous force which, properly _directed, is capable of greatly increasing sales. I also 'r,r'ould estimate that in e*ceJs of ieventy-five"per cent of th.e most profitable advertising is not designed to sett. ii h.as but one ol>ject-to_ get in touch with tf,e prospect so that the adr.ertisers' salesmen can effect a sale.

This applies even to bargain sales where price appeal is the strongest.selling point. The Departmerrt Store'is not relying on sales of advertised produits to pay the cost of their advertising. The profit ii derived from iales of other rtems at regular prices made to the bargain seekers.

In .my advertising experience. f have-knorvn many retail merchants, who-on the spur of the moment_de.id.d to do some .advertising. They'd grab up a pencil ancl a bit ot wrapplng paper and in a few minutes their advertising rvould be completed.

These same business men-of the hurried advertising class-are the ones rvho say, ',Advertising does "ot p"y:. I tried it once."